For those of you forced by budgetary constraints (inherent in non-profits,
small business or volunteer organizations) to be self-taught and
self-sufficient, here are a couple of books to aid you in becoming
and remaining proficient communicators. Both are concise, illustrated,
easily referenced little volumes, part of the One Step Ahead series
from Oxford University Press - a series designed for "all those
who want and need to communicate more effectively in a range of
real-life situations".

Written by an accomplished marketer and teacher, this book focuses
on how to effectively use words to generate publicity. Starting
with the basic strategies for crafting messages (what to say, how
to say it, who to say it to), the author provides valuable lessons
in how to be persuasive and compelling in print. The focus is on
newsletters and press releases as PR fundamentals. Included are
a number of invaluable writing and production checklists, as well
as troubleshooting techniques for handling customer complaints,
errors in reporting and setting up focus groups for valuable feedback.

Here's ample testimony that Internet communications don't read
the same as print communications. The urgency of the Internet requires
emphasis on brevity and clarity. Also consideration must be given
to positioning (letting the reader know where they are and where
they can go next) and the reader's purpose - are they visiting your
site for factual information or for recreation? On paper there are
a number of ways to keep your reader engaged, online the choices
are limited, particularly when most online readers are in a hurry
to "get to the point." Don't try to build and maintain
a Web site without reading this book. All the tricks and techniques
are here for grabbing and holding your online audience.